Have a quick think about your wardrobe. If you had 10 seconds to find an orange item, would you be able to?
It's likely that for the majority of you, the answer to that is absolutely not.
For some reason, the sunshine shade has dipped well-and-truly on the must-buy radar, with many of us fearful of its brightness. But why, then, are we less frightened of wearing yellows - one of the hottest hues on the high street right now?
Charlie Chooses: What's on our Fashion Editor's high street shopping list this week?
There's something about the more subdued end of the zest-scale that is less appealing thanks to its ability to overwhelm and sallow the complexion.
But not terracotta.
A slightly more burnt, muddier shade of orange, we're calling it now that everyone will be wearing it next season.
Unashamedly autumnal... bright-but-not... fun-but-chic... it's a wonder why we haven't all been wearing this mature take on the hue already.
But, often ahead of the trends (or their stylists are, at least), celebrities have been.
Scroll down to see their tried and tested methods...